The Peter K. O'Rourke Special Achievement Award

The Peter K. O'Rourke Special Achievement Awards recognize notable achievements in the field of highway safety during the prior calendar year by individuals, coalitions, organizations, nonprofit groups, businesses, media, government agencies, universities, or programs. About Peter K. O'Rourke

2013 Winner: Florida DOT Bicycle/Pedestrian
Focused Initiative

In 2010, Florida’s pedestrian fatality rate was the highest in the nation, at
2.58 deaths per 100,000 population. Pedestrian deaths accounted for 22
percent of all traffic fatalities in the state, claiming 499 lives. Recognizing
the need to improve safety for these vulnerable roadway users, the Florida
Department of Transportation’s (FDOT) Bicycle/Pedestrian Focused
Initiative commenced in late 2011.

Led by a team of FDOT officials and representatives from law enforcement,
public health, driver licensing, emergency services, tourism, and roadway
user groups – the newly formed Florida Pedestrian and Bicycle Coalition,
the data-driven program focused resources where opportunities
for improving pedestrian and bicycle safety were the greatest. A
comprehensive analysis of crash data identified the top 10 highest priority
counties, including Miami-Dade and Hillsborough (Tampa/St. Petersburg/
Clearwater), and targeted high visibility enforcement, including saturation
patrols at intersections and in crosswalks.

In addition to enforcement, the Coalition also developed the state’s
first branded, pedestrian/bicycle education campaign, dubbed Alert
Today Alive Tomorrow. The campaign, which has a goal of increasing
awareness of pedestrian and bicycle laws by five percent in the first year
of implementation, featured paid media and outreach activities. Team
members hosted and participated in numerous community events in the
priority counties, distributing t-shirts, tip cards and rewards to those who
exhibited appropriate crosswalk behavior. Grassroots pedestrian safety
presentations (WalkWise) and bicycle safety courses (BikeSmart) were
also conducted to reach citizens in Tampa and other communities.

A one-stop website – www.alerttodayflorida.com – was developed to
provide easy access to Florida laws and safety tips for pedestrians and
bicyclists. The content was updated regularly and a series of public service
announcements were developed and housed on the site. The Coalition
also partnered with the Daytona International Speedway and NASCAR
during high tourist and pedestrian
periods to generate awareness
about the campaign among
the residents of and visitors
to Volusia County.

The University of South Florida (USF), located in Tampa, also joined the
effort. Not only did USF assist the team in developing the state’s first
Pedestrian/Bicycle Strategic Safety Plan, but it also conducted a “Bulls
Walk and Bike Week” to improve pedestrian and bicycle safety on what is
one of the nation’s largest university campuses.

All of these activities were monitored to determine impact. From
observational and public opinion surveys to ongoing crash data analysis,
the team remained focused on taking a data-driven approach to improving
pedestrian and bicycle safety in Florida. That effort yielded significant
findings that are beneficial not only to Florida, but also to other states
seeking to develop and implement a similar initiative. For example, data
collected from the observational and public opinion surveys confirmed
that awareness of pedestrian and bicycle laws by roadway users is fairly
high, but compliance is low. That information helped inform the campaign
message and the HVE activities, which sparked strong media coverage.

After the first full year of implementation, the Bicycle/Pedestrian Focused
Initiative is yielding positive results. Pedestrian and bicycle fatalities
decreased 6.24 percent and 12.5 percent, respectively, from 2011 to 2012.
Awareness of safe walking and bicycling behaviors also increased from 20
to as much as 80 percent as a result of the grassroots education. Following
a weeklong educational campaign at the USF campus, there was an 11
percent increase from drivers, a 34 percent increase from pedestrians and
a 94 percent increase from bicyclists on the perceived yielding behaviors
of drivers who encountered pedestrians and bicyclists on the road.

Both NHTSA and FHWA funds were leveraged to mount this comprehensive
educational and enforcement effort. Due to Florida’s large size and cultural
diversity, the Coalition was strategic in their approach, naming “district”
champions who were tasked with identifying and addressing the specific
needs of their respective areas. The Coalition also convened roundtables
across the state to garner stakeholder input and support, as well as led the
effort to update the vulnerable users emphasis area in Florida’s Strategic
Highway Safety Plan. Their approach, which has prompted inquiries from
other states, is laying a solid foundation for improving pedestrian and
bicycle safety throughout Florida.